Advertising is everywhere.Whether you realise it or not, it′s there when you watch your favourite Netflix show, when you scroll through Instagram, and when you search on Google.What′s more, advertisers are becoming more savvy than ever, using new technologies to target adverts to you specifically.So what are we to make of all this? This book will equip you with a thorough understanding of today′s media environment and how ′online′ advertising differs from traditiona...

Influencers offer brands the ability to deliver the 'right' communication and marketing messages to a specific target audience. This is one of the first textbooks to explore the phenomenon of influencer marketing and how it fits within marketing communications to build brands and their communities.Across four core sections, this book brings together the key theory and practical implications of this new marketing tool: how it works as part of communications campaigns, including how ...